For Autumn 2021, H&M continues its drive to make more sustainable denim. Our ten-piece collection contains baggy jeans, loose straight-leg jeans, a trucker jacket and an oversized overshirt, along with a bucket hat and shopper — each inspired by the laidback coolness of the 1990s by playing with looser silhouettes. Our most recycled collection to date is made out of 100% recycled fabrics, threads, labels and pocketing, and partly out of recycled metal zippers and trims. Also, our washing technique has a low environmental impact and is free from harmful chemicals. The H&M Recycled Denim collection launched 9 September in the northern hemisphere with selected pieces in stores and the whole range online at hm.com & in the Southern hemisphere launch will be early 2022.
With a focus on patchwork details and 90s denim washes – vintage light blue, normcore mid-blues, dark vintage blues, vintage blacks and cool grey – the new collection is about highlighting the possibilities of recycled materials and providing denim lovers around the world even more choices in sustainability. Each of the garments are crafted from 100% recycled fabrics – pre-consumer recycled cotton from industrial waste cuttings and post-consumer recycled cotton from collected garments, some with recycled polyester, while the accessories are made entirely from fabrics that have been cut and re-used from production rejections. Reusing from both production waste and collected garments is a vital part of one of the biggest ambitions at H&M, which is to move to a circular production system.
H&M authority gave below speech on this new addition of sustainable denim collection, – “When it comes to more sustainable fashion, we like to challenge ourselves. We believe that it’s innovations and ideas that bring us closer to closing the loop: creating a sustainable life cycle where nothing goes to waste. Where we renew and reuse old materials. Questions is, how recycled can a garment be?
A new pair of denim requires thousands of litres of water to create. Finding a vintage pair takes non (perhaps a thirst-quenching glass after hours searching for those vintage jeans in the correct size). Looking for that perfect pair can be a time-consuming struggle and not everyone can find that golden ticket. The best thing would be if we could create something new without creating new materials, and make this way more accessible than a rare vintage find. What if we could create something wanted with something unwanted? Introducing our recycled denim collection.”